# Interior Design Fashion Collaborations The H&M x GP & J Baker is a Rich Printed Fashion Collection By Kalin Ned | Published 2018-07-20 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/printed-fashion-collection References: [about.hm](http://about.hm.com/en.html) & [gpjbaker](https://www.gpjbaker.com/about-us/) Popular clothing retailer [H&M](https://www.trendhunter.com/trends/femininity-in-bloom) partners up with British label GP & J Baker on a printed fashion collection. This collaboration is a testimony to the ever-expanding scope of the industry and the definite lap between clothing and interior design. GP & J Baker is a textile and wallpaper house with a history that spans for over a century. With a possession of the [Royal Warrant](https://www.trendhunter.com/trends/audemars-piguet-x-kaws) since 1982, the unbelievable quality of craftsmanship and the exquisite attention to detail in the brand's patterns are evident. In 2018, H&M taps into these highly artistic designs, drawing from the archives of GP & J Baker and creating an elegantly whimsical printed fashion collection that embodies a romantically delicate character. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 93% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What's Driving This Trend - **Fashion-interior Design Collaboration:** Opportunity for fashion and interior design brands to collaborate and create unique, artistic collections that bridge the gap between clothing and home decor. - **Heritage-inspired Collections:** Opportunity for brands to tap into historical archives and incorporate timeless designs into modern fashion collections, adding a touch of nostalgia and quality craftsmanship. - **Whimsical Print Trends:** Opportunity for brands to embrace whimsical prints in their collections, creating a sense of playfulness and romantic delicacy in fashion. ### Who This Affects Most - **Fashion Retail:** Opportunity for fashion retailers to partner with interior design brands, bringing together fashion and home decor in a cohesive and unique way. - **Interior Design:** Opportunity for interior design brands to diversify their offerings and collaborate with fashion brands, introducing their patterns and designs into the world of clothing. - **Textile and Wallpaper Production:** Opportunity for textile and wallpaper houses to leverage their historical archives and collaborate with fashion brands to create exclusive and artistic collections that resonate with consumers. ## Related on Trend Hunter - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Glam Indian Apparel](https://www.trendhunter.com/trends/anamika-khanna-x-hm.md) - [Wallpaper-Inspired Pajama Ranges](https://www.trendhunter.com/trends/barneby-gates-and-stripe-stare.md) - [Botanically Inspired Fashion Lines](https://www.trendhunter.com/trends/burberry-x-highgrove.md) - [Whimsical Patterned Diverse Fashion](https://www.trendhunter.com/trends/kate-spade-and-target.md) - [Fashionable Wall Coverings](https://www.trendhunter.com/trends/fashionable-wall-coverings.md) - [High-End Household Linens](https://www.trendhunter.com/trends/bonsoirs.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Retro-Themed Metallic Homeware](https://www.trendhunter.com/trends/rabanne-hm-home.md)